MAXMARA Whitney Bag Launch


In celebration of the opening of the New Whitney Museum of American Art, MaxMara and the Renzo Piano Building Workshop jointly designed the Whitney Bag.

We were thrilled to be asked to design and produce the New York installations, which we launched over the space of 9 days across a variety of locations. Here we show the MaxMara Madison Avenue Boutique. We painted the boutique red, up-lit the building and turned the ground floor into a pop-up dedicated to the Whitney Bag.

You can view the opening event here.


Creative | C H A M E L E O N